异质产品的在线评论特征对产品销量的影响
|
摘要
面对以用户生成内容为核心的社交媒体新情境,在线评论对消费者购买决策的影响日渐凸显。以异质产品为研究对象,使用Scrapy爬虫框架和Redis数据库采集亚马逊中国的产品评论作为研究样本,探究在线评论的属性特征对搜索型产品和体验型产品销量的影响方式,对于进一步发展网络口碑理论具有重要的研究价值。研究表明,对于搜索型产品销量而言,评论极端性和评论长度的影响更加明显;在体验型产品中,评论数量的影响更加明显。研究成果有助于消费者有效识别有用的评论特征以及帮助电商企业建立高效的在线评论系统。
In the new circumstances of social media focusing on user-generated content,the impact of online reviews on consumers' shopping decision beome increasingly explicit. In this paper,we use Scrapy crawler framework and Redis database to collect online reviews of Amazon China's products as samples to study the impact of attributes of online reviews on sales of heterogeneous products. The results show that the review extremity and review depth have a greater impact on sales of search products. The volume of online reviews has more significant effect on sales of experience products. Meanwhile,our findings are expected to help consumers to better understand the helpful features of online review and help e-commerce websites improve their online review systems.
In the new circumstances of social media focusing on user-generated content,the impact of online reviews on consumers' shopping decision beome increasingly explicit. In this paper,we use Scrapy crawler framework and Redis database to collect online reviews of Amazon China's products as samples to study the impact of attributes of online reviews on sales of heterogeneous products. The results show that the review extremity and review depth have a greater impact on sales of search products. The volume of online reviews has more significant effect on sales of experience products. Meanwhile,our findings are expected to help consumers to better understand the helpful features of online review and help e-commerce websites improve their online review systems.
引文
[1]Mudambi S M,Schuff D. What makes a helpful online review? A study of customer reviews on Amazon. com[J].MIS Quarterly,2010,34(1):185-200.
[2]Dellarocas C. The digitization of Word of Mouth:Promise and challenges of online feedback mechanisms[J]. Management Science,2003,49(10):407-1424.
[3]Purnawirawan N,Pelsmacker P D,Dens N. Balance and sequence in online reviews:How perceived usefulness affects attitudes and intentions[J]. Journal of Interactive Marketing,2012,26(4):244-255.
[4]Li M X,Huang L Q,Tan C H,Wei K K. Helpfulness of online product reviews as seen by consumers:Source and content features[J]. International Journal of Electronic Commerce,2013,17(4):101-136.
[5]Floyd K,Freling R,Alhoqail S. How online product reviews affect retail sales:A Meta-analysis[J]. Journal of Retailing,2014,90(2):217-232.
[6]Munzel A,Kunz W H. Creators,multipliers,and lurkers:Who contributes and who benefits at online review sites[J].Journal of Service Management,2014,25(1):49-74.
[7]Nelson P. Information and consumer behavior[J]. Journal of Political Economy,1970,78(2):311-329.
[8]Nelson P. Advertising as information[J]. Journal of Political Economy,1974,81(4):729-754.
[9]王君珺,闫强.不同热度搜索型产品的在线评论对销量影响的实证研究[J].中国管理科学,2013(s2):406-411.
[10]Lee J,Lee J N,Shin H. The long tail or the short tail:The category-specific impact of e WOM on sales distribution[J]. Decision Support Systems,2011,51(3):466-479.
[11]Ye Q,Law R,Gu B. The impact of user reviews on hotel room sales[J]. International Journal of Hospitality Management,2009,28(1):180-182.
[12]Ye Q,Law R,Gu B. The influence of user-generated content on traveler behavior:An empirical investigation on the effects of e-word-of-mouth to hotel online bookings[J]. Computers in Human Behavior,2011,27(2):634-639.
[13]李雨洁,李苑凌.商家的操纵评论行为对在线评论真实性影响研究[J].软科学,2015,29(12):135-139.
[14]Cui G,Lui H K,Guo X N. The effect of online consumer reviews on new product sales[J]. International Journal of Electronic Commerce,2012,17(1):39-57.
[15]Adaval R. Sometimes it just feels right:The differential weighting of affect-consistent and affect-inconsistent product information[J]. Journal of Consumer Research,2001,28(1):1-17.
[16]李健.在线商品评论对产品销量影响研究[J].现代情报,2012,32(1):164-167.
[17]孙春华,刘业政.网络口碑对消费者信息有用性感知的影响[J].情报杂志,2009(10):51-54.
[18]卢向华,冯越.网络口碑的价值——基于在线餐馆点评的实证研究[J].管理世界,2009(7):126-132.
[19]郝媛媛,叶强,李一军.基于影评数据的在线评论有用性影响因素研究[J].管理科学学报,2010,8(13):78-88.
[20]Christiansen T,Tax S S. Measuring word of mouth:the questions of who and when?[J]. Journal of Marketing Communications,2000,6(3):185-199.
[21]郝媛媛,邹鹏,李一军,叶强.基于电影面板数据的在线评论情感倾向对销售收入影响的实证研究[J].管理评论,2009,10(21):95-103.
[22]石文华,钟碧园,张琦.在线影评和在线短评对票房收入影响的比较研究[J].中国管理科学,2017,25(10):162-169.
[23]Mayzlin D,Chevalier J A. The effect of word of mouth on sales:online book reviews[J]. Journal of Marketing Research,2006,43(3):345-354.
[24]Reinstein D A,Snyder C M. The influence of expert reviews on consumer demand for experience goods:A case study of movie critics[J]. Social Science Electronic Publishing,2010,53(1):27-51.
[25]Duan W,Gu B,Whinston A B. Do online reviews matter?——An empirical investigation of panel data[J]. Decision Support Systems,2008,45(4):1007-1016.
[26]盘英芝,崔金红,王欢.在线评论对不同热门程度体验型商品销售收入影响的实证研究[J].图书情报工作,2011,55(24):126-131.
[27]Dellarocas C. The digitization of word-of-mouth:promise and challenges of online feedback mechanisms[J]. Social Science Electronic Publishing,2003,49(10):1407-1424.
[28]石文华,王璐,绳娜,蔡嘉龙.在线初次评论与在线追加评论对商品销量影响的比较研究[J].管理评论,2018,30(1):144-153.
[29]王智生,李慧颖,孙锐.在线评论有用性投票的影响因素研究——基于商品类型的调节作用[J].管理评论,2016,28(7):143-152.
[30]Hu N,Zhang J,Pavlou P A. Overcoming the J-shaped distribution of product reviews[J]. Social Science Electronic Publishing,2009,52(10):144-147.
(1)从现有研究成果来看,商品评分的分布不服从正态分布而是J型分布,难以真实反映消费者口碑的整体表现。因此,这里不将评论平均得分作为自变量考虑。
[2]Dellarocas C. The digitization of Word of Mouth:Promise and challenges of online feedback mechanisms[J]. Management Science,2003,49(10):407-1424.
[3]Purnawirawan N,Pelsmacker P D,Dens N. Balance and sequence in online reviews:How perceived usefulness affects attitudes and intentions[J]. Journal of Interactive Marketing,2012,26(4):244-255.
[4]Li M X,Huang L Q,Tan C H,Wei K K. Helpfulness of online product reviews as seen by consumers:Source and content features[J]. International Journal of Electronic Commerce,2013,17(4):101-136.
[5]Floyd K,Freling R,Alhoqail S. How online product reviews affect retail sales:A Meta-analysis[J]. Journal of Retailing,2014,90(2):217-232.
[6]Munzel A,Kunz W H. Creators,multipliers,and lurkers:Who contributes and who benefits at online review sites[J].Journal of Service Management,2014,25(1):49-74.
[7]Nelson P. Information and consumer behavior[J]. Journal of Political Economy,1970,78(2):311-329.
[8]Nelson P. Advertising as information[J]. Journal of Political Economy,1974,81(4):729-754.
[9]王君珺,闫强.不同热度搜索型产品的在线评论对销量影响的实证研究[J].中国管理科学,2013(s2):406-411.
[10]Lee J,Lee J N,Shin H. The long tail or the short tail:The category-specific impact of e WOM on sales distribution[J]. Decision Support Systems,2011,51(3):466-479.
[11]Ye Q,Law R,Gu B. The impact of user reviews on hotel room sales[J]. International Journal of Hospitality Management,2009,28(1):180-182.
[12]Ye Q,Law R,Gu B. The influence of user-generated content on traveler behavior:An empirical investigation on the effects of e-word-of-mouth to hotel online bookings[J]. Computers in Human Behavior,2011,27(2):634-639.
[13]李雨洁,李苑凌.商家的操纵评论行为对在线评论真实性影响研究[J].软科学,2015,29(12):135-139.
[14]Cui G,Lui H K,Guo X N. The effect of online consumer reviews on new product sales[J]. International Journal of Electronic Commerce,2012,17(1):39-57.
[15]Adaval R. Sometimes it just feels right:The differential weighting of affect-consistent and affect-inconsistent product information[J]. Journal of Consumer Research,2001,28(1):1-17.
[16]李健.在线商品评论对产品销量影响研究[J].现代情报,2012,32(1):164-167.
[17]孙春华,刘业政.网络口碑对消费者信息有用性感知的影响[J].情报杂志,2009(10):51-54.
[18]卢向华,冯越.网络口碑的价值——基于在线餐馆点评的实证研究[J].管理世界,2009(7):126-132.
[19]郝媛媛,叶强,李一军.基于影评数据的在线评论有用性影响因素研究[J].管理科学学报,2010,8(13):78-88.
[20]Christiansen T,Tax S S. Measuring word of mouth:the questions of who and when?[J]. Journal of Marketing Communications,2000,6(3):185-199.
[21]郝媛媛,邹鹏,李一军,叶强.基于电影面板数据的在线评论情感倾向对销售收入影响的实证研究[J].管理评论,2009,10(21):95-103.
[22]石文华,钟碧园,张琦.在线影评和在线短评对票房收入影响的比较研究[J].中国管理科学,2017,25(10):162-169.
[23]Mayzlin D,Chevalier J A. The effect of word of mouth on sales:online book reviews[J]. Journal of Marketing Research,2006,43(3):345-354.
[24]Reinstein D A,Snyder C M. The influence of expert reviews on consumer demand for experience goods:A case study of movie critics[J]. Social Science Electronic Publishing,2010,53(1):27-51.
[25]Duan W,Gu B,Whinston A B. Do online reviews matter?——An empirical investigation of panel data[J]. Decision Support Systems,2008,45(4):1007-1016.
[26]盘英芝,崔金红,王欢.在线评论对不同热门程度体验型商品销售收入影响的实证研究[J].图书情报工作,2011,55(24):126-131.
[27]Dellarocas C. The digitization of word-of-mouth:promise and challenges of online feedback mechanisms[J]. Social Science Electronic Publishing,2003,49(10):1407-1424.
[28]石文华,王璐,绳娜,蔡嘉龙.在线初次评论与在线追加评论对商品销量影响的比较研究[J].管理评论,2018,30(1):144-153.
[29]王智生,李慧颖,孙锐.在线评论有用性投票的影响因素研究——基于商品类型的调节作用[J].管理评论,2016,28(7):143-152.
[30]Hu N,Zhang J,Pavlou P A. Overcoming the J-shaped distribution of product reviews[J]. Social Science Electronic Publishing,2009,52(10):144-147.
(1)从现有研究成果来看,商品评分的分布不服从正态分布而是J型分布,难以真实反映消费者口碑的整体表现。因此,这里不将评论平均得分作为自变量考虑。